In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity to the business-to-business context. Even less research has been conducted on the...

Widely accepted as a low-cost, fast-turnaround solution with acceptable validity, Amazon’s Mechanical Turk (MTurk) is increasingly being used to source participants for academic studies. Yet two commonly raised concerns remain: the presence of quasi-professional respondents, or...